Finalist – Online Media: Search
Outrider: Jeff Gores; Michael Solomonov. Showtime: Laura Hollenberg; Jordan Spak.
Outrider’s
search campaign for The Tudors gets the nod because of its tight integration between search components and online and offline channels, including PR, TV spots, news, gaming and social media.
Paid and organic search efforts kept The Tudors brand atop search listings, while two gaming sites attracted more than 24,000 visitors within the first three months. Keyword research led to
terms and
tactics that reeled in everyone from history buffs to Princess Diana fans, and the team also targeted viewers of competing series, including HBO’s Rome and The
Sopranos. Meanwhile, constant monitoring of the news (and budget allocation) capitalized on the buzz generated by events like lead actor Jonathan Rhys Meyers’ appearance on Oprah.
The campaign hit 25 million impressions within the first two months, with a CTR up to 362 percent higher than previous new launch campaigns.